The infrastructure of your company starts with culture

Infrastructure for Brands is Culture MB PilandOften unseen, corporate culture is your essential power supply that keeps everything moving full speed ahead. And like technicians who conduct an energy audit, or engineers who design bridges, you need to ensure your organization is fit from the inside out.

Here are three ways to ensure your infrastructure supports a powerful future.

1) use your WHY as your foundation

What are you here to do for both internal and external customers? Why should your brand matter to them? How does it make a difference in their lives? This should be the bedrock of every: 

  • customer experience initiative
product innovation

  • advertising message

  • social media campaign

  • recruitment program
  • ... and more

Take time to diagram every brand touchpoint. Be sure they build upon each other. That establishes solid footings.Martha Piland Brand Speaker at IABC TopekaMartha Piland speaks at IABC Topeka: watch the Zoom presentation here.

If you don’t have a clear vision, stop and figure it out. Otherwise, this is a costly, time-sucking roadblock that devastates and discourages. 

2) promote challengers instead of "yes men"
Develop the people who share your mission, not your makeup. That means you seek out people of different colors, backgrounds, genders, hobbies and beliefs.

Encourage people who share your vision—yet have different perspectives—to speak up.

Get off the well-worn path of sameness. Foster an environment of safety for respectful disagreement, then listen. If you're not consciously doing this, you're already behind.Diversity comes in all colors and sizes

What you hear can chart new territory for delivering on your brand promise.

Model this behavior and expect it from others. It’s up to you to set the course that your colleagues will follow.

3) build bridges between departments
If HR, operations, marketing, IT, business development, product development and others are working in silos, it’s impossible to deliver a second-to-none customer experience. It takes every department engineering, then pulling together to make your organization different, better and future-forward.

Develop diverse in-house innovation teams with representatives from different levels in each department—not necessarily the department heads. Make sure those representatives have the authority and the tools they need to effect the changes that must happen. Then get out of their way and let them get to work.

mission critical
What are you here to do, and how does it matter? If you plan properly, everyone in your organization can contribute to and activate your vision. That delivers a  brand that's rock-solid and ready for anything.

If you need help creating a future-forward culture: This email address is being protected from spambots. You need JavaScript enabled to view it. Martha to schedule time to talk.

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